KEKOVICH: WHY WORLD ECONOMY IS ROOTED
The world economy is rooted – and even Australia is not immune.
In the latest campaign created by BMF for LAMB, Sam Kekovich returns to warn us all that the global credit crunch has been caused by unAustralianism, and that there’s only one way to beat it: munch LAMB.
From Wall Street wankers to the movie Australia, no perpetrator of the current economic situation is spared Sam’s wrath. His solution? Be like him – or go one better and actually be him – and serve LAMB on Australia. Day.
“The credit crunch has provided us with an opportunity to re-evaluate what’s important in life. This year Sam reminds the nation that enjoying a lamb chop and a cold one is the epitome of what it means to be Australian,” said Warren Brown, BMF Executive Creative Director.
“I continue to be surprised by how BMF and the team make Sam’s LAMB campaign fresh, entertaining and relevant to all Australians year after year,” said David Thomason, Meat & Livestock Australia’s General Manager, Marketing.
“LAMB is our national meat – we’re amongst the heaviest consumers of LAMB in the world. This latest promotion further reinforces LAMB as an iconic Australian product – what could be better than celebrating our national day with LAMB?” he added.
The campaign launched nationally on Sunday as a 90” TVC, supported by point of sale, online and PR activities.
VIEW THE 90 SECOND SPOT
Executive Creative Director: Warren Brown
Copywriter: Dennis Koutoulogenis
Art Director: Jake Rusznyak
Business Director: Ruth Holt
Account Director: Alison Tilling
Account Manager: Louise Mawer
Agency Producer: Louise Hodgson
Director: Simon MacRae
Producer: Alex Mooney
Production Company: Orange Whip Films
Editor: Dan Mitchell @ MRPPP
Post Production Company: Jim Bullard @ MRPPP
Sound Engineer: Paul Taylor @ Sound Reservoir
Strategic Planner: Gerry Cyron
Client: Meat & Livestock Australia – David Thomason, Janice Byrnes
Media Agency: Universal McCann
PR Agency: Hausmann Communications
Art Buyer: Basir Salleh
Print Producers: Dominic Ardino & Clinton Bell
Print Photographer: Jon Bader
49 Comments
Blackcurrant Tango. ‘Ray Gardener.’
Ray starts off in an office, walks out, followed by ever increasing numbers of his team whilst passionately extolling the virtues of the product. Inspirational music behind.
Ends on the white cliffs of Dover with Harrier jump jets behind him.
Sam Kekovich.
Sam starts out in an office, walks out, followed by ever increasing numbers of his team whilst passionately extolling the virtues of the product. Inspirational music behind.
Ends in a park with the same idea they did for that Boonie ad where everyone had his face.
Oh well, good while it lasted.
OMG – LOL
ROFL
N1 guys
It was first done by the Pied Piper in 1888.
Regardless of its similarities to Blackcurrant Tango, its tired….time to move on. The ending also seems to take it into a different space. One might even say it’s ‘ad-dy’.
KEKOVICH. Funny stuff!
I like the start, even if it’s Sam doing the same thing as every year. A couple of good lines in there.
Then it’s Tango-city without the steady escalation that works so well for them.
The end is lame. The Being Sam Kekovich moment.
I think the whole blokey Roy and HG style inspirational rant has run its course. I know it’s tradition that in the lead-up to Australia Day we have these lamb-centric messages, but maybe next year BMF could come up with something new. After a few years, I think Sam needs the chop.
Shanks.
Well, make your own mind up.
I know which one I’d kill to have on my reel..
Lamb:
http://au.youtube.com/watch?v=JzBG4k8aTus
Tango:
http://au.youtube.com/watch?v=KUA2jPef0TE&feature=PlayList&p=7356C8BAC2F3B585&playnext=1&index=1
Got to say I was distracted by the guy with the fuck you finger on his T-shirt in the last bit.
Yeah he was much better behind the desk.
Seems like someone had an idea for an end shot and needed a way to get there.
Have they changed writers? This time around it just seems forced, even try-hard and indeed repetitive.
Sadly this one really lets the previous ones down. They should have pulled the plug after last years if this is the standard.
It’s getting veeeeeeeeery tired.
Blackcurrant Tango much better.
Time to move on guys. You’ve milked this for all its worth. Sorry.
fuck, his arms are distracting. He walks like virgil from the thunderbirds.
The Pied Piper actually did it in 1284, 10:36.
Worse still the comparison can be made to this beauty (Tivo).
http://au.youtube.com/watch?v=I9qDIEfiNVk&feature=related
To be fair, they at least ripped off Tango first.
I’ll say something positive. 63% of it was well written.
Bring back the old sam….
we miss him
Certainly not the best from what has been a great campaign.
Mutton dressed up as lamb.
I know hybrid cars are trendy, but this hybrid of Tango and ‘Yes we can’ is a real ugly duckling. And Jeep are already on air with a 100% ‘Yes we can’ retail spot.
Time to give Kekka the chop. He’s become a robot.
I liked this. I look forward to the Sam’s lamb ad every year. How can a campaign be tired when the ads only run for two weeks out of fifty-two? What is Tango?
Fuck me, that Tivo ad is really, really fucking shit.
I thought this was for Max Kirwan Motors?
Good one, Max.
Well ………. a nice sunny Christmas holiday didn’t seem to help you all to start the year with a more positive outlook!
You Aussies are soooooo negative most of the time.
What happened to “if you can’t say something nice, don’t say anything at all” ?
Try it ……… just for a little while……….. and I’m sure you’ll see how much better it makes you, the industry (which could well do with some positive thinking, rather than petty, negative nick picking all the time) and see how you feel!
Just maybe it will make you feel a lot better about your industry and your job.
If it doesn’t maybe it’s time to get out and try something else, like journalism or garbage collecting!
PS – I think it’s a great campaign, and apparently so do the great majority of the Australian public
Apart from the tango thing, (which to be fair, the CD should have seen a mile off), it’s another great lamb ad. And I agree with Brisbane HW. I look forward to these ads. So do most people. They look forward to them each Australia day. It’s become a tradition, which isn’t too bad for a bloody ad.
And I’m talking about normal people here. Like consumers.
Not the chardonnay quaffing tugjobs that this industry attracts.
Give him the chop? Mutton done up as lamb? Christ almighty, it’s like a 1970’s pun convention in here. All we need is some tweed patches and a colostomy bag. It’s a good thing we’ve got writers like Dennis Koutoulogenis out there doing great work because the fishwives on this blog aren’t doing much for the craft.
Milking it? Fuck off, it’s hilarious from the first line till the last. I’d rather an average Sam Kekovich rant to a “brilliantly clever, but only funny on paper” piece of award candy gobshite.
And if you didn’t laugh at hearing the word “rooted” on a TV ad, you don’t deserve your 1988 Bicentennial Commemorative Coin.
Sam was a fucking insane footballer. White line fever.
Campaign still has miles in it (unlike Sams’s legs), it just needs to dig deeper on it’s executions. This one didn’t dig deep enough, that’s all.
My mates all think it’s great… and guess what? They don’t work in adland, they are these weird things called “consumers”. Ya’ll should probably keep them in mind next time you’re creating something for them (instead of for your sub-par folios).
Or did they rip this one off?
http://au.youtube.com/watch?v=FEU1I8_-FNU
Who is Sam Kekovich? I’m assuming he is something to do with Victorian football? I’m from QLD the NRL state and I eat lamb but he is kind of funny though.
It’s never mattered if you didn’t know who Sam was/is?
Hey 8:53, I think you’ll find the Brisbane has been winning the AFL and Melbourne the NRL.
But hey, welcome to the 90’s.
Still very funny. Still selling trillions of ton of lamb on Australia day. But what about the other 364 days of the year?
Sell more lamb. Get a budget.
That is piss funny.
Imagine working on ads that consumers look forward to.
OK not as good as last years but it is still funny.
And we all know what the ad is for.
Nice job boys and girls and look forwad to the 2010 ad.
Congratulations.
@ sarah: This is Campaign Brief Blogspot. It’s where people go to whinge. If it’s not your cup of tea, stay away.
@ RantMan: That’s you, isn’t it DK? And yes, the CD should have spotted the Tango-ification a mile off. Plus the bizarre Malkovician 4 secs that’ve been shoe-horned into the end-shot.
Sadly, the real difference between this Lamb instalment and Tango is that the fruity drink had a budget to afford more than 10 BMF staff filling in the crowd.
@ the stalwart lamb-lovers:
I think what we look forward to in the lead up to Australia Day each year, is not the next Keka-ad, but the next lamb ad. Put the big man out to pasture, and get the BMF talent coming up with something sodding brilliant again. Like the first time Sam graced our screens under the auspice of Dale and DK’s pens.
Ahhh… glory days.
What a bunch of bitches most of you are!
BMF – well done again and again and again. Bitches get back to your real estate ads and tell all your mates tonight that your script for a short film is almost finished. That should make you feel a little better.
didn’t get the relevance of the walk or the malkovich moment…
but liked the script.
does sam write his rants or do other people write the rants for sam?
Ahhhhhhhhhhhhh. I’m loving this. Campaign Brief is getting bitchy again. More please. Surely we don’t have pitches to do? Lads.
Nice to see all the BMF bloggers are back at work!
I agree with 2:34pm. Too much whining. THis idea isn’t dated – it’s only the third time in. It’s real work for a paying client, it’s funny and gets loads of bonus PR. Well done to all involved.
why is sam’s head on everyone?
Maybe it is a case of featured extras vs. non-featured extras? maybe it was cheaper to put sam’s head on everyone and make them all unfeatured extras? if that is the reason, it is bloody hilarious!
This commercial made me want to eat fish instead on Australia Day..
http://www.youtube.com/watch?v=hQAT2rKugIs
What’s with Australian advertising and the mick dundee syndrome? it’s all a bit of a cliche! i’d love to see some agencies working on defining a new Australian aesthetic. something that is more dynamic and forward-facing and less old school white Australia shit.
Just a thought.
Can I ask how many commenters on this blog aren’t creatives and currently working in an agency / had something produced in the last 6 months?
By that I mean graphic designers, AWARD graduates that haven’t (or didn’t) make it past 2 years, planners, suits, random strangers, hairy bastards as well as producers, directors, etc.
Be interesting to get a good cross section of the demographic because no-one except maybe the suits (and of course creatives) understand how fucking hard it is to get a reasonably decent idea past a client, let alone unscathed. The amount of battles that have to be fought every day until we finally get sick of trying to help our clients and just do whatever the fuck they say.
If most CB bloggers understood or had lived this, ie have worked in a real creative department in a decent agency, they wouldn’t slag fairly decent (and real) stuff like this off and go ‘oh that’s gay’.
If this is what came out the other end, I’d hate to think of the great ideas you put in front of the client. Bastards.
I didn’t hear a word he said.
All these wank offs who talk about the battles to create work don’t know what a real battle is.
We have the easiest job known to man. We sit and watch youtube until we see something we can rip off. we write it up and try sell it to a client. And when he doesn’t like it, we do it again.
our jobs aren’t hard or stressful. construction is hard. working in a trauma unit is stressful.
Get some perspective!
BTW, this isn’t a bad ad. And I have no beef with it or its creators. I just don’t like the people who cry about hard it is to make ads.
6:26 I couldn’t agree more.
Where to these strokers get off whistling dixie about how hard their job is when there are people working in mines, soldiers getting shot up in Afghanistan or people working three award wage jobs to support their kids?
Oh! The client didn’t like my ad, boo-hoo. I worked so hard on it wah-ha-ha-ha-ha.
The client realised I just put this or that idea forward first so i could get an award to propel my career OH WHY IS MY LIFE SO HARD!?!?!
My heart bleeds for you.
I believe what the ‘creative’ was trying to say wasn’t we have a hard job, more like it’s hard to do good work. That is something I completely agree with with the processes mentioned. Now quit your bitching and finish those resizes for me. And I want to see them before the producer sends them off so I can nudge everything 1mm right because that’s what I do.
CHOP! CHOP!
Just for the record, no, I’m not rant man.
Yep, hard life. Getting paid to travel around the world, expense whatever the fuck you want on room service and beyond, be in a different city every month, sometimes every week, stay 6 star…
Sorry, not trying to rub it in fellas. My philosophy is ust be grateful you have a job.